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Influencing the Mass Affluent: Infographic


Visit for the full report. …

Visit for the full report.

Nearly 90% of the Mass Affluent use Social Media -- To understand how social impacts their financial decision making, LinkedIn teamed up with Cogent Research and found that relevant content is key to driving action among this valuable group.

Download the whitepaper at to learn more about:
- The most valuable outcomes from financial companies on social
- Top content expected from banks, brokerages, and credit card companies
- How content expectations differ by Mass Affluent life stage

Published in Education
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  • 1. DOWNLOAD THE WHITEPAPER AT LNKD.IN/AFFLUENTUse social mediato stay up to dateon financial trendsor companies.21% 63% 32%DISCOVERYUse social mediato seek advice orinfo to make afinancial decision.CONSIDERATION87%use social mediaOut of Mass Affluent socialmedia users:44%engage with financialcompaniesengage with content fromfinancial companies34%Nearly 2 in 3 are driven to action after using socialfor discovery and consideration.2Social media is an important purchasedriver for the Mass Affluent.The Mass Affluent are highlyengaged on social mediaBOTHDRIVEN TO ACTION(Open/Close account or purchase product)INFLUENCING THEMASS AFFLUENTThe Mass Affluent, who number 40 million in the U.S.,1are increasingly engaging with financial institutions onsocial media — representing a significant opportunityfor finance marketers to build relationships.1Forrester Research236% of Mass Affluent use social for both discovery and consideration. Global data.1. New product information2. Market commentary3. Performance updatesMarketers must understandwhat the Mass Affluent want moston social media Top social content expected by sector:BROKERAGES BANKS/CREDIT CARD1. New product information2. Account changes3. Company informationTop 3 most valuable outcomes Mass Affluentgain from finance companies on social:1. Improvedcustomer service2. Timelyupdates3. RelevantcontentDifferent life stages wantdifferent informationAccumulatingWealthRelevent contentis most valuableRetiring SoonTimely updatesare most valuableRetiredCustomer serviceis most valuableSource: Unless otherwise indicated, all data is from commissioned CogentResearch study, U.S. data Q1 201327-40% COMMUNICATION GAPbetween the top three information expected andwhats actually received on social media.New product info is wanted on socialmedia across all sectors